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Chapter Eight Chapter 8
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Relationship to Marketing
Figure 8.1 Relationship of Experimentation to the Previous Chapters and the Marketing Research Process Figure 8.1 Relationship to the Previous Chapters and The Marketing Research Process Focus of This Chapter Relationship to Previous Chapters Relationship to Marketing Research Process Causality Experimentation Experimental Designs Causal Research Design (Chapter 3) Problem Definition Approach to Problem Research Design Field Work Data Preparation and Analysis Report Preparation and Presentation
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Figure 8.2 Experimentation: An Overview
Opening Vignette Concept of Causality Fig 8.3 Conditions for Causality Internet Applications What Is Experimentation? Focus on Elrick & Lavidge Definition of Symbols Validity in Experimentation Internal Validity External Validity Application to Contemporary Issues TQM International Technology Ethics
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Figure 8.2 Experimentation: An Overview Continued
Opening Vignette Figure 8.2 Experimentation: An Overview Continued A Classification of Experimental Designs Fig 8.4 Pre-Experimental Designs Internet Applications Focus on Elrick & Lavidge True-Experimental Designs Quasi-Experimental Designs Statistical Designs Table 8.1 Application to Contemporary Issues TQM International Technology Ethics
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Figure 8.2 Experimentation: An Overview Continued
Opening Vignette Figure 8.2 Experimentation: An Overview Continued Laboratory Versus Field Experiments Table 8.2 Application: Test Marketing Focus on Elrick & Lavidge Internet Applications Application to Contemporary Issues TQM International Technology Ethics
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Figure 8.3 Experimentation as Conclusive Research
Descriptive Causal Experimentation Field Experiments Laboratory Experiments
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Figure 8.4 Classification of Experimental Designs
Figure 8.4 A Classification of Experimental Designs Figure 8.4 Classification of Experimental Designs Experimental Designs Statistical Factorial Design Pre Experimental One-Shot Case Study One Group Pretest- Posttest Static Group True Experimental Pretest-Posttest Control Group Posttest-Only Control Group Quasi-Experimental Time Series Multiple Time Series
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Table 8.1 An Example of a Factorial Design
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Table 8.2 Laboratory Versus Field Experiments
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